July 8, 2021 3 min read


Entain Expands Game Content Creation and Customization

Global gaming group Entain announced plans for fresh investments into creating new and engaging game content to continue to provide its customers with exciting products and experiences.

Investment in New Talent

The decision to double its investments into talent across its three in-house studios, CR Games near Oldham in the UK, Win Studios in Hyderabad, India, and Eurobet in Italy, will see the total headcount going close to 300 employees. The expansion is set to begin with eight new roles at the UK studio, bringing the total number of people on the payroll there close to 50.

“We love giving our customers great experiences and exciting entertainment as that is the bedrock of what we do. Increasing our investment across all three of our in-house games studios will provide more of that for our customers across all our global brands.”

Jette Nygaard-Andersen, CEO, Entain

Entain plans on investing into content creation of new free-to-play slot tournaments, having seen the enormous interest they attracted after more than 30,000 customers at its Coral brand joined the action in June following the launch, and Gala, Party and bwin brands expected to bring more from their international customer bases over the summer.

“By widening our offer with new and exclusive games, such as free-to-play tournaments, we give existing and new customers more reasons to use our products. This not only helps to grow our business but brings fresh insight, so we can further improve the offer for our customers.”

Jette Nygaard-Andersen, CEO, Entain

New Game Content

New Formula 1-themed casino content and games for customers at PartyCasino and PartyPoker is expected to be introduced later this year, following the recent sponsorship deal between the brands and McLaren. Simultaneously, the group’s first virtual reality (VR) product, a multi-activity sports club, is set to launch and attract customers, offering immersive experiences.

“Our priority is always to create exciting, engaging products that give our customers choice.  Not only does this enhance the experience for the millions of people who enjoy our products, but is an important driver of Entain’s growth.”

Colin Cole-Johnson, Director, Gaming, Entain

Entain’s Win Studios in India is slated to develop this year 30 new products to boost the offering of BetMGM and help the gaming brand maintain its leader position on the US iGaming market after exclusive slot titles such as MGM Grand Millions, Borgata Cash Spinner, Premium Blackjack Pro, and Bison’s Fury proved to be well received by more than 70% of BetMGM customers.

“These exclusive, innovative, and tailored games are really valued by our customers.  Developing more of our own games means we have complete control over what goes into them, not just in giving our customers a great experience, but also keeping them safe.”

Colin Cole-Johnson, Director, Gaming, Entain

Win Studios, which already tailored the group’s core bingo product to appeal to customers at Sportingbet, and CR Games, which is tasked with tailoring proprietary content from the UK for customers in Europe, including new customers in the Baltics, will help Entain adapt its best-selling titles for other international markets. Entain’s third studio, Eurobet, will focus on customizing the group’s exclusive games in Italy.

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